The course aims to convey to the student the basic content of marketing regarding:

a) the subject, the principles and the evolution of marketing;
b) the role and the organization of the marketing function in enterprises;
c) processes and methodologies for the formulation of the marketing strategy;
d) the operational techniques for market analysis and the definition of marketing policies. 

1. Theory, role and philosophy of marketing management

1.1 The object of marketing and the evolution of the discipline

1.2 Roles and organization of the marketing function

1.3 Logics of startegic action and value creation

2. The marketing as an information system

2.1 Analysis of consumer behavior

2.2 The Marketing Information System

2.3 The Marketing Research

3. The formulation of the marketing strategies

3.1 The Marketing Plan

3.2 The market segmentation

3.3 The positioning of products and brands

4. The operational marketing

4.1 The Product policies

4.2 The Price policies

4.3 The Communication policies

4.4 The Distribution policies

5. Digital marketing 

6. Marketing Laboratory aimed at applying the knowledge and techniques learned to a business case.

Knowledge and understanding: students must acquire a general understanding of the concepts and basic methods of marketing. He/she must be able to understand the role of the marketing function in the communication process and business and the contextual factors that determine its importance.

- Applied knowledge and understanding: the student must be able to apply concepts, methods and techniques to specific marketing problems.

- Making judgments: students must be able to understand the most appropriate approach to be adopted in different application contexts and to evaluate the strengths and weaknesses of the strategies that can be adopted.

- Communication skills: the student must be able to present the solutions of a marketing problem clearly and effectively, with appropriate language, following rigorous patterns.

- Learning skills: the student must be able to read and understand basic texts and specialized articles on topics of marketing. 

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Teaching

Frontal lessons and marketing laboratory.

Attendance

Participation in at least 3/4 of lessons. 

Course books

• Ferrero G. (eds), (2018), "Marketing and value creation", Giappichelli, Turin. 

• Educational material (slides, aticles, etc.) made available by the teacher. 

Assessment

The exam will be held through the assessment of a written essay in a group which describes the company's marketing plan analyzed during the marketing workshop and an individual interview based on textbooks suggested. The aim is to evaluate both student's comprehension of the content and his ability in reworking concepts and in argumenting. It is possibile to present a written document on a topic agreed with the teacher. 

Excellent grades will be given in presence of: a good critical perspective and in depth study; knowing how to link among them the main subjects addressed during the course; the use of an appropriate language.

Good grades will be given in presence of:  good mnemonic knowledge of the contents; a relatively good critical perspective and connection skills related to the treated topics; the use of appropriate language.

Sufficient grades will be given in presence of: the achievement of a minimal knowledge on the treated themes, even in presence of some gaps; the use of a not appropriate language.

Negative grades will be given in presence of: a difficult orientation related to the the treated topics; knowledge gaps; the use of a not appropriate language.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

Assessment

The exam will be held through an individual interview based on textbooks suggested. The aim is to evaluate both student's comprehension of the content and his ability in reworking concepts and in argumenting. It is possibile to present a written document on a topic agreed with the teacher. 

Excellent grades will be given in presence of: a good critical perspective and in depth study; knowing how to link among them the main subjects addressed during the course; the use of an appropriate language.

Good grades will be given in presence of:  good mnemonic knowledge of the contents; a relatively good critical perspective and connection skills related to the treated topics; the use of appropriate language.

Sufficient grades will be given in presence of: the achievement of a minimal knowledge on the treated themes, even in presence of some gaps; the use of a not appropriate language.

Negative grades will be given in presence of: a difficult orientation related to the the treated topics; knowledge gaps; the use of a not appropriate language.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.